Grand Re-Opening

Case Study

VF Outlet is a retail clothing chain with stores throughout the United States. The company has a rich history dating back to 1970, when it first opened its doors in Reading, Pennsylvania. VF Outlet provides customers with quality clothing and reasonable pricing; they also pride themselves on outstanding customer service.

In 2010, Tennessee floods decimated a VF Outlet location in the Opry Mills shopping mall located in Nashville. The deluge left the Opry Mills Mall out of commission for most of 2010. In conjunction with the reopening of the Opry Mills location, VF Outlet asked Stream to provide them with a social media marketing campaign to reinvigorate business and raise brand awareness.

Stream created a sweepstakes ("Win a Trip to Nashville") on VF Outlet's Facebook page. The sweepstakes ran from January 29 to March 16, 2012. This was a 'like'-gated sweepstakes that required entrants to provide basic personal information: name, email address, mailing address, and phone number. One entry was randomly selected to win a trip for two to Nashville, Tennessee to attend the grand re-opening of the VF Outlet Opry Mills store. The prize included air fare, accommodations and a $500 VF Outlet gift card.

Numbers:

9,665 New "Likes"

8,594 entries

Entrants invited 4,754 of their friends to participate in the sweepstakes.

29,615 visits to VF Outlet’s Facebook page during the sweepstakes.

Influence:
The sweepstakes allowed VF Outlet to engage with their customers, acquire new fans, call attention to new services and offers, and gain crucial insight on what their fans were looking for from the brand. The sweepstakes garnered increased brand reputation and brand awareness for VF Outlet. These insights were invaluable to the brand and its future success.

Stream provided VF Outlet with a comprehensive social media strategy and services package that included:

Email Blasts

"Win a Trip to Nashville" Facebook tab

Facebook landing page that included information about the giveaway and encouraged non-fans to "like" the page in order to enter